A: Because social media delivers constant positive feedback in the form of likes, which trigger the brain's pleasure centres and cause people to spend more time seeking that affirmation, which makes them seek even more likes.

A: They taste like egg-flavoured marshmallows. Do you really want to eat egg-flavoured marshmallows? Sigh, OK.

Q: How do you make them?

A: You separate the eggs and the yolks, then you whip the egg whites until they form stiff peaks, according to a popular recipe. Then stir in some parmesan cheese (and chives and ham, if you desire), and scoop out the fluffy eggs onto a baking sheet covered in parchment paper.

Make a little indentation for the yolk, but don't put it in yet – first, bake the clouds for two minutes, then take them out and add the yolk, and bake for another three. But watch them carefully, because if they get too brown, you'll have the aforementioned cauliflower problem.